Research on the Satisfication of Theme Park Visitors Based on Fuzzy Comprehension Evaluation: A Case Study in Wuhu Fantawild Adventure
基于模糊综合评价的主题公园游客满意度研究——以芜湖方特欢乐世界为例

As an emerging tourist model,theme park breaks the traditional pattern of tourism resources development effectively and becomes a new force in the tourist industry with obviously geographical advantages.However,the current studies of tourist satisfaction haven’t taken the specific characteristics of the theme park into account,so it is necessary to conduct a study on the satisfaction evaluation of theme park tourists.Firstly,using the method of Delphi and SPSS,we constructed a logic level system of the evaluation of theme park visitors’satisfaction which consists of 5 first-level evaluation indexes,including scenic services,tourism resources,tourism experience,tourism facilities and tourism spending and 24 second-level evaluation indexes;secondly,with AHP,we calculated the index weights of each layer and second-level evaluation indexes of the total order weight;thirdly,we made a brief intrudction of the Wuhu Fantawild Adventure theme park.Besides,based on a questionaire survey conducted in 2010,we made an empirical analysis of tourist satisfaction with fuzzy comprehension evaluation method;lastly,we divided the matrix into four quadrants in terms of the importance value and tourist satisfaction with performance analysis method and assessed the importance and satisfaction of the 24 indexes which impact tourist satisfaction.Based on tourist satisfaction for the current situation,we proposed several measures to enhance the satisfaction of theme park tourists,such as adjusting prices of ticket and merchandise,properly handling tourist complaints,guiding the construction of live shows and carrying out scheduled services to enhance the value of travel services.